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Be Different -- and Quantify It!
The purchasing behavior of human beings is fairly predictable. If they
buy something once and it works for them, they’ll be inclined to
repurchase it when the need arises again. And if they purchase something
from a source that is acceptable to them and doesn’t let them down in
any way, they’ll return to the same source for their next purchase of
that item.
We learn from experience, and a positive experience is more easily
duplicated by repeating the same factors that delivered it before. In
other words, if you expect to
take business away from your competitors you have to give prospects a
really good reason to change because they already know where they can
get satisfaction elsewhere.
One of the best ways to attract the attention of prospects is to
leverage your existing customers and their satisfaction with your
business. As a hypothetical situation, let’s say you publish a magazine
and are trying to lure an advertiser away from a rival publication.
Let’s also say that one of that advertiser’s biggest competitors
advertises in your magazine. What can you do?
Testimonials are Powerful Tools
You can impress your prospect – and other potential advertisers, by
compiling a case study of the success your present advertiser enjoys and
using the information as a testimonial. “My sales rose 18% after I
switched my advertising to Sportsman’s World” sounds pretty impressive.
Provide some supportive details and you have a powerful argument for
getting your prospect to think about using your publication.
Testimonials are also potent highlighters of savings if you’re a
retailer and want to acquire new customers. “I save $28 on my weekly
grocery bills at Buy-Rite”, and “Since I started using reloaded
cartridges my photocopying costs have dropped by $54 a month” are
examples of how your existing customers can be the basis of an
attractive proposition.
The important things here are that it’s not you talking – it’s one of
your customers telling about their satisfaction with your company, and
the benefits are quantified. Statistics are impressive, whether it’s
dollars saved, extra time gained, additional miles traveled or any other
figures that can be quickly understood by prospects.
Gather Your Own Statistics
Notice also that statistics are hardly ever even numbers. If they’re
genuine they’ll probably be more like ’29.90’ than ‘$30’. If you have a
statistic that’s down to the decimal point, use it. Rounding-off only
make it look like it’s made up for the advertisement.
Statistics can be obtained in any number of ways. The first is obviously
to talk to your customers. You can do it directly or appoint a market
research firm to conduct a customer survey; having a third party as the
source of statistics will add credibility.
Customer surveys can give you an
excellent source of meaningful statistics that can be used to promote
your business. “98% of our customers tell us they’d never go anywhere
else for their furniture” and “Seven out of ten Mason’s customers
have told their friends about us” show how to use this kind of
information. If you ask the right kinds of questions you’ll be able to
have your customers write your headlines.
It’s also possible to create a strong proposition by using industry
statistics that can be obtained from the Internet, from industry
associations or trade publications. “Our products perform 26% higher
than industry averages” and “We clean more carpets than any other carpet
cleaner in town” are examples of how this can work.
An Offer Too Good to Refuse
If you’re confident that you can outperform the competition and want to
switch one of their customers over to your business, do it with a direct
comparison. Go to your prospect and offer to supply them with your
product for a period of time that’s sufficient to provide them with
proof that you’ve got a better offering.
Supply them on the same basis as your competitor, on the understanding
that if you prove that you can give them a better deal than the
competition they’ll give you a testimonial you can use in your
promotion. You’ll gain both a new customer and an advocate for your
company.
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